White coat, white bag, white room. Gucci has taken everything out of the picture except a woman and the thing on her shoulder.
Vittoria Ceretti stands in a structured white coat. The collar is sharp, the sleeves flare, a gold emblem sits at the chest. Her hair is parted and slicked flat, the eyeliner smoked and dark. Everything else in the frame has been drained to the same shade of white.
The bag
On her shoulder is the Jetset GG Marmont. It is a softer version of a bag Gucci has sold for years. Horizontal quilted stitching runs across the front. A gold chain strap breaks the white and catches the light, and the Double G closure sits where the eye lands first.
The campaign is called Beauty and the Bag, and it returns each season with a new face. Kate Moss has carried it. So have Emily Ratajkowski and NINGNING of aespa. Ceretti joins them now, back with Gucci after fronting the house in 2023.
The Double G traces to a 1970s mark built from Guccio Gucci's initials. The red and green Web stripe comes from the same archive. Gucci keeps reaching into its own drawers and pulling the old hardware forward.
Mert and Marcus
The pictures are by Mert Alas and Marcus Piggott, who have shot some of the house's glossiest campaigns. Their frame here is almost clinical. There is no set, no scenery, no second idea competing for attention. The bag is lit like a portrait.
The all-white treatment does one thing. It removes every excuse for looking anywhere else. The coat, the pale floor and the flat light fold into a single tone, so the quilting and the chain read as the only texture in the room.
Strip out the colour, the set and the styling, and what is left is the oldest transaction in fashion: a woman, a bag, and a reason to want it.
The Splendid EditDemna's Gucci
This is the Gucci that Demna is building, season by season. The house has run campaign after campaign since he arrived, each one leaning on a single object or a single idea. Beauty and the Bag fits that pattern. It argues that the accessory, and not the look around it, is the thing people come for.
Fall sells bags. The handbag is where the margins sit and where a new customer usually begins. Gucci knows it, and this campaign says so plainly. The woman changes each season. The bag stays on her arm.
Demna, creative director of Gucci. Courtesy of Gucci
The bag reaches stores for fall. The campaign is already everywhere else. Gucci has decided that one white object, held the right way, can carry a whole season.